Louella brand taking on the world with new web presence

The answer was clear immediately the new corporate website went live.

“The size of the Louella empire sets us apart from other breeders and as soon as people land on our corporate site they get a sense of our heritage and quality,” said Michael Massarella, one of three partners in the family business comprising the Louella Stud, Louella Pigeon World and Louella Farms. “Interest in our horses has increased ten-fold. Giving the farms a higher profile is helping us sell our rare breed sheep and cattle and there is also a link to our phenomenally successful Pigeon World e-commerce website – the first site to sell racing pigeons online.

“The move catapulted Louella to a higher level virtually overnight. Having our three divisions under one strong brand is impressive. This has expanded the market for us and resulted in a 100% uplift in business.

“We are delighted with what Quiet Storm has done for us. From the start they have delivered what was promised and given us fantastic support. We are very pleased with our customer feedback and the continued response the site is generating. We are forever surprised.”

In creating the corporate web pages Quiet Storm included striking images from the three Louella divisions. To capitalise on the brands respected history, a photograph of founder Louis Massarella is also featured on the home page with a quotation from him. Icons representing the three sub-brands contain links to each division’s website and an on-line enquiry form can be completed by visitors requiring further information.

Michael Massarella added: “We chose Quiet Storm following word of mouth recommendations and we had seen and liked other sites they have created. They have now built three great websites for us and bringing them together under one corporate site has added to the individual success of each one.”

The Easy Edit toolbar makes changing and adding content to the sites a quick and simple process. As well as being a highly effective way of advertising the Louella livestock the sites generate sales leads. When people sign up online for the stud newsletter or the pigeon stock list their names are added to each of the respective databases.

The Massarella family began farming in Leicestershire 130 years ago. Now the family own and mix-farm more than 1,200 acres in both Leicestershire and Warwickshire where pedigree sheep and cattle, including sought after rare breeds, are produced.

The Louella brand was founded in 1934 by Michael’s father, Louis Massarella who developed his two great passions for top quality horses and racing pigeons and established a world-wide reputation as a breeder. The Louella Stud , based at Bardon Grange, is famous for the quality of its stallions who have sired champions in all equestrian disciplines.

Louella Pigeon World is internationally famous for breeding champion racing pigeons and the e-commerce website created by Quiet Storm has made purchasing top quality birds over the internet possible for the first time. Due to the built in Google Translate function, the site can be viewed in French, German or Dutch giving it added appeal to the all important foreign markets. Other sites advertise livestock but the Pigeon World site is the only one with an online payment facility. Michael said: “Customers know they can access the site 24/7, study the livestock and purchase the bird of their choice there and then. The buy online facility has increased our sales by 30%.”


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